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Developing Customer Relationship Strategies Via An Analysis Of Buying Center Network Locus Of Influence And Information Processing

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This paper examines a method for analyzing buying center locus of influence and information processing. Buying centers in 70 industrial organizations are studied for the impact of organizational structure and specific purchase situation attributes including BUYCLASS. The methodology uses structural equations with multiple measures to test the hypothesized relationships. The results indicate the locus of influence and the information processing of buying center networks in customer organizations are affected by changes in both organizational structure and purchase situations. Implications for developing better customer relationships are considered based upon the findings of the analysis. The final result is a better understanding of buying center dynamics and how they affect buyer-seller relationship strategies.

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